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Currently biopharma companies are spending an average of one of every six marketing dollars on Digital engagement and promotion - an amount that has nearly doubled in just four years. Investment is flowing into Digital Marketing, and innovation from both inside and outside the industry is transforming the relationship between drug manufacturers, doctors, and patients.

The power of Digital lies not only in its reach. Digital Marketing has changed the speed with which physicians, patients and other customer groups can be engaged at the moment of launch to rapidly enhance trajectory – and enabled companies to more easily maintain these relationships over product and treatment lifecycles.

But with greater investment and a higher profile in the pharma pecking order, Digital Marketing leaders are also experiencing growing pressure to deliver results.

This comprehensive benchmarking report examines how high-performing companies maximize the value provided by the Digital Marketing function through efficient service delivery to both internal and external customers, across different regions, business lines, and throughout the product lifecycle. The rich performance insights available in this report will help biopharma Digital leaders right-size their budgetary investments, optimize resource allocation to key channels, and evaluate productivity and performance for all programs to demonstrate premium value to senior leadership.

This research engaged 48 Digital Marketing leaders from 42 global pharmaceutical, biotech, and life sciences companies. Deep-dive interviews were also conducted with eight Digital Marketing executives to harvest additional qualitative insights. Nearly 60% of survey respondents served as directors, senior directors or vice presidents of Digital or Multi-Channel Marketing, and 84% were part of the Digital team working either in a global capacity or for the U.S. region.

Sample Key Findings

Large Companies Insource Only About 30% of Digital Work: In order to manage huge workloads for a diverse set of internal customers and product portfolios, Digital teams in large pharma outsource significant portions of tactical activities. In fact, just 14% of benchmark Digital groups in the large company segment completely insource such activities as collateral building, mobile optimization and SEO.

Two-thirds of Companies Engage in Two-Way Customer Dialogue via Social Websites: Beyond speed and reach, a key advantage of Digital over traditional Marketing is the potential for direct interaction with customers. To achieve strong “two-way” engagement, many Digital teams have moved beyond owned online territory to external venues. Some 67% of Digital teams use social media (e.g., Facebook, Twitter), while almost half are active on physician websites (48%), industry message boards (43%), and other medical websites (43%).

Website, Email & Analytics-related Programs Consume an Average of ~50% of Total FTEs: Digital programs devoted to website management, e-marketing and advanced analytics represent the three operational fronts in which elite teams invest their personnel most heavily. On average, benchmark Digital allocate 25% of FTEs to website support, followed by email campaigns (13%), and analytics (9%). While some teams devote up to 20% of staff to iPad support, the bottom quartile of Digital groups currently do no work on this front whatsoever.

Related Research

Currently biopharma companies are spending an average of one of every six marketing dollars on Digital engagement and promotion - an amount that has nearly doubled in just four years... (ID PSM-309)Companies Profiled: Abbott, Abbvie, Amgen, Astellas, read more ...

The rapid development of digital, mobile and related technologies has forced biopharmaceutical companies to reassess how they engage with health care professionals and consumers... (ID PSM-325)Companies Profiled: Abbott, Abbvie, Alcon, Astellas, read more ...

Digital Marketing has transformed the speed with which physicians, patients and other customer groups can be engaged at the moment of launch to rapidly enhance trajectory – and enabled biopharmaceutical organizations to effectively maintain these relationships over product and treatment lifecycles... (ID PSM-334)Companies Profiled: Alkermes, Astellas, Baxter BioScience, Bayer, read more ...

Social Media, the buzzword of this generation, has taken over agendas of many marketing organizations... (ID PSM-259)Companies Profiled: Janssen Cilag Pharmaceutical, Grupo Uriach, Merck Serono, MidAmerican Energy Company, read more ...